Collectors Are Rushing to Preorder Hiroshi Fujiwara’s Ultra-Rare TAG Heuer Collab

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The Godfather of Harajuku, Hiroshi Fujiwara, and  TAG Heuer have just announced their latest, uber-limited collaboration and if you’re a fan of either brand you’re going to want to smash the pre-order button in a hurry. 

For the uninitiated, Fujiwara and his brand fragment (aka FRGMT) have stood at the forefront of street style and culture for more than 20 years, partnering with such luminous brands as Louis Vuitton, Nike, Burton, Moncler, Levi’s, Stussy, BVLGARI, Supreme, Oakley, Converse, Red Wing, Pokemon, and, of course, TAG Heuer.

The Carrera Chronograph x Fragment Limited Edition is the third piece the Swiss maker and the legendary Japanese designer have created together and just like their first two, highly collectable collaborations, the 2025 edition features Fujiwara’s distinctive, hallmark black-and-white palette. 

The new 39 millimeter case is capped with a domed sapphire, glassbox crystal that frames a black opaline dial. A white, curved flange provides visually arresting contrast, while the dial markings are finished in silver for added pop, as is the tachymeter scale on the flange.

Fujiwara found the classic chronograph a fount of inspiration. “When I look at the TAG Heuer Carrera, I see shapes and stories ready to be designed and expressed, " he said. "My role with this new release was to listen to its structure and make decisions that protect its balance. Every detail has to earn its place. Nothing is added unless it has a reason to exist.” To wit, the branding is minimal, with a fragment name subtly placed at 6 o’clock and the brand’s signature lightning bolt integrated into the date window at 12 o’clock.

The piece is powered by the in-house TH20-00 movement. The column wheel calibre features a vertical clutch for smooth chronograph operation, and a bidirectional automatic winding system to charge the impressive 80-hour power reserve. True to form, Fujiwara found another way to put his stamp on the watch, giving the winding rotor a shield shape and black graphics as a reinterpretation of the TAG Heuer emblem. The fragment logo is also printed directly on the case-back sapphire crystal. The chronograph comes on a seven row “beads-of-rice” bracelet with the center links coated with black PVD echoing the high contrast motif. 

According to TAG Heuer CEO Antoine Pin the partnership is emblematic of timeless design. “Hiroshi Fujiwara approaches a watch in the same way we approach our heritage, with precision, with innovation, and with full understanding that true identity does not need to be reinvented, only revealed,” he said. “The new TAG Heuer Carrera Chronograph x Fragment Limited Edition is the result of that shared understanding, and we are very excited to share it with our audience.”

The TAG Heuer Carrera Chronograph x fragment Limited Edition is available for preorder now at tagheuer.com for $9,050.00. Production is limited to just 500 pieces worldwide.